Haha, excellent idea - I for one will be watching (if they have it in the UK).
They should take it further and have celebrities dual it out for 16 weeks in a bodybuilding "contest prep" and then at the end have them pose down in baby oil and thongs for a laugh.
I think feats of Strength are more acceptable than bodybuilding. If a celebrity, even a D list one, got up on a stage and pranced around in a thong I think their career would be finished, or maybe they could be the Governor of California